Research On The Market Development Strategy For The Installation Of Elevators In The Sichuan Branch Of GR

With the coming of China's aging society,the demand for the renewal and reconstruction of old residential areas is constantly increasing,which provides a rare opportunity for the development of China's elevator industry.As a country with a large population,China has a huge market demand for the installation of elevators,which has attracted a large number of domestic and foreign elevator manufacturers to flood into the Chinese market.With foreign elevator brands accounting for 70% of China's domestic elevator market,a large number of small and medium-sized elevator companies in China are also facing fierce competition in the elevator market.As a manager of GR sichuan branch,it is of great practical significance to study its market development strategy and strategy.Based on GR sichuan branch as the research object,micro expounded the macro environment analysis,SWOT analysis and STP strategy analysis,4 p "s marketing strategy based on related theory,according to the installation elevator market present situation,development trend and GR sichuan branch in adding the elevator market marketing present situation,combining with the questionnaire results,points out that the problems that exist in the GR sichuan branch in the marketing.Secondly,in-depth analysis of GR sichuan branch with elevator market environment,mainly including PEST method analysis of the macro environment,GR sichuan branch of the internal environment analysis,it is concluded that the SWOT matrix,explore its face internal strengths,weaknesses,opportunities,threats,and determine the GR sichuan branch's main rival,and customer needs in sichuan province.Finally,the corresponding target market strategy(STP)and marketing strategy(4P's)are summarized to ensure GR company's gradual development and growth in the increasingly fierce competition in sichuan.Through the study found that GR sichuan branch should give full play to the company's brand,strategy of "two nets" channel advantages,talent training,service advantages,technical advantage and avoid the market competition,increase market share,introduced with special ladder model,provide one-stop service,continue to increase investment in scientific research of product strategy,looking for lower fixed civil contractor equipped with elevator price,ease lending conditions of pricing strategy,combined with the marketing network construction in sichuan province,to strengthen the construction of channel of sichuan province,with large property company cooperation,cooperation to participate in government and fixed civil contractor bidding strategies of distribution,sets up the model and joint agent network community propaganda,With preferential prices and property companies,owners committee signed a strategic agreement binding maintenance,overhaul,renovation,demolition for new projects,leading the government departments for policy subsidies in the region to hold promotional activities,as well as strengthen social publicity and government publicity promotional strategies and a series of market development strategies.